Mediaocean Makes a Splash
By Daisy Whitney
How the new company is creating a common currency for media buying and planning
Billing, trafficking and processing ad orders are the plumbing of the ad business.They rarely get anyone excited and you assume they will work fine, but, boy, if they don’t flow properly, life isn’t good.
That’s why the deal that formed MediaOcean in 2012 — when Donovan Data Systems and MediaBank merged — is one of the most significant landmarks in the ad business in 2012. The two competitive suppliers of media-buying processing systems became one in March 2012, and in the months that followed, the new company started rolling out its integrated platform to marketers. MediaOcean is nearly ubiquitous at U.S. agencies and processes more than $130 billion in media billing.